Artemis Investment Management is a leading UK-based fund manager, offering a range of funds that invest around the world. The firm wanted to improve brand awareness among wealth managers and financial advisers, while also building on its brand position as leaders in transparency, collaboration and expertise. Artemis approached the Financial Times to discover what content solutions we could offer that would achieve these objectives.
The FT Commercial team devised a content partnership that would associate Artemis with FTAdviser’s trusted brand and its authoritative, award-winning journalism. The FTAdviser editorial team would work with Artemis to create a year-long, editorially-led series called ‘Despatches’ on FTAdviser, designed to equip financial advisers with valuable information that they could apply directly to their work.
‘Despatches’, which is still running, provides financial advisers and wealth managers with the latest news, expert analysis and educational content on the biggest trends and themes impacting investors.
The campaign features editorially-created articles, videos and podcasts. Providing objective information, they include comment and analysis from industry experts, including spokespeople from Artemis. Complementing these editorial articles are Artemis-created “partner content” pieces, which give Artemis professionals the opportunity to show their expertise by sharing their take on hot topics in the industry. This content is surfaced natively throughout FTAdviser and housed on the partnership section homepage, giving it high visibility for maximum exposure to the audience.
The editorially-written educational content allows readers to contribute towards the 35 hours of Continuous Professional Development (CDP) they need to accrue over the year. The FT can track how many hours of CPD our readers have banked over the course of the partnership.
Three months into the campaign, Artemis approached the FT about building on the partnership with a live event. To tie in with the themes addressed in “Despatches”, the FT arranged an exclusive breakfast roundtable discussion at its London headquarters, presented by Asset Allocator (FTAdviser’s insight-led newsletter targeted to a discretionary audience) in association with Artemis. Called “Growth vs value: US equity investing in a changing world” and held under Chatham House rules, it attracted senior investment decision-makers from UK-based wealth management firms.
With six months still to run, the partnership is delivering excellent results for Artemis:
• 37,000 page views – that’s 23% above target
• 273.5 CPD hours already banked in the first 6 months
• 6,197 page views on Artemis’ partner content – that’s 20% above target
• Strong reader engagement – with an average time on page of 2:58 minutes
• A remarkable 13.59 minutes average time on page for the best-performing article
This highly effective partnership is strengthening Artemis brand positioning as a trustworthy and authoritative organisation; building its reputation as an industry expert through editorial PR opportunities; and increasing brand awareness through 100% share of voice